Last week we bemoaned the fact that too many owners of small companies think of hiring a business development (think sales) person to bring in business.
           
They're working so lean-and-mean that they're busy handling the work they already have, but are not marketing to generate leads and opportunities in their pipelines. A salesperson, so the conventional thinking goes, could well be the "magic bullet" to solve this challenge.
 
Well, there are many landmines in the decision to hire a salesperson; and here are just some of them:
 
1.    Owners of small businesses aren't particularly adept at interviewing. They do too much of the talking.
 
2.    Owners tend to take on cheerleader-like roles, to try to convince applicants that this is a great company to work for. Who's interviewing whom here?
 
3.    Owners don't give the applicants sufficient time to speak for themselves. They don't pose situations, asking candidates how they would act in different sets of circumstances.
 
4.    Owners fall for applicants who merely discuss the benefits of hiring them. They don't focus on what activities the candidate intends to pursue to create results and how accountable the candidate will be for these results. We're not talking guarantees here, just some accountability, rather than excuses.
 
5.    Owners of small businesses rarely take the time to write job descriptions, especially for sales. How do you know what skills and experience you're looking for?
 
6.    Owners are often poor at communicating expectations. "We need sales. Can you sell?" That's it.
 
7.    Owners apologize for the amount of remuneration.
 
 The list goes on and on.
 
So . . . what's an owner to do, when existing employees are too busy or too uncomfortable to sell?
 
Well, here's a novel concept. Get out there! Start meeting people. Become active in organizations and the community. Build confidence, comfort level and trust with those who would refer you.
 
This doesn't have to be an All or Nothing (AON). One carefully-arranged appointment per week might be all that is necessary (www.azobleassoc.com for our Schmoozing Calendar). A Something is Better than Nothing (SIBTN) mindset won't upset anyone's current work schedule.
 
It's important for the owner to be accountable to employees for sales that will keep them employed. The "I hate to sell" excuse wears awfully thin, when in truth you shouldn't be selling, but educating (which is marketing).
 
Do salespeople still have a place in our companies? Yes, they do; but traditional salespeople are declining in number. Everywhere I turn, I see them being replaced by those in the field who do the work or those inside who take care of the clients. These are the people with expertise and credibility.
 
Yet once again I'll provide the caveat that I'm not here to insult the truly terrific salespeople who work so tirelessly to improve their employers' bottom lines.
 
And if you must look for a salesperson, a management consultant colleague in Denver, Jeannette Seibly, has provided information on the "Profile Sales Assessment," a tool for hiring and/or clarifying sales performance: www.smarthiringmadeeasy.wordpress.com/assessments/.
 
Just remember how major an investment a salesperson can be for a small business. You'd do well to consider a first step of speaking to a marketing consultant. A simple Marketing Plan to grow your business can work wonders. There are marketing strategies that cost little and work fast.
 
And think of all the time and money you might save!


Visit Adrienne Zoble's website at www.azobleassoc.com. Her 2010 Schmoozing Calendar provides ideas for productive ways to sell more in less time. This Calendar is generating rave reviews! Order today: $27.30 per cardstock, bound copies, including shipping; $16.95 per electronic version.
 
Our updated workbook, The Do-able Marketing Plan: Six Easy Steps to Help You Sell More in Less Time, is $67.45 including shipping; $39.95 electronic version.
 
Special offer: take advantage of the Calendar/Workbook combination of just $82.95, a savings of $11.80 (we'll pick up the shipping).
 
If you prefer the Calendar/Workbook combination in electronic form, you can "bundle it up" for only $49.95, a savings of $6.95. 
 
Perhaps your company or organization is looking for a dynamic speaker to motivate employees or members in their marketing efforts; or you would like an article/column for your publication or newsletter.
 
Adrienne Zoble  will help your company grow and thrive, even in these challenging times.

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